智慧社区服务品牌价值驱动因素研究——WSR方法论应用实践

Research on the Driving Factors of Service Brand Value of Smart Communities Based on WSR System Methodology

科技赋能智慧社区物业服务,催生更丰富的社区体验,为了研究其如何驱动基于顾客的感知品牌价值,本文创新地将WSR系统方法论应用到品牌价值研究领域,应用结构方程模型探讨并验证了智慧社区服务品牌在物-事-人维度的驱动因素假设。结果表明:(1)智慧社区服务在物理和人理方面的影响因素分别对于服务品牌功能和情感价值产生正向影响;(2)事理方面,受传统社区定位和居民行为的影响,网络/平台运行机制和品牌互动机制两个维度的假设并没有得到支持;(3)总体功能价值和情感价值进一步对顾客的智慧社区服务感知品牌价值产生积极影响。本研究丰富了智能化服务环境下基于顾客视角对服务品牌感知价值影响要素的研究及WSR方法实践,并为物业服务企业智慧社区品牌建设提供了有力的参考和指导。

Emerging science and technology empower the property service of smart community,which endows more possibilities for its objective existence of "Wu"(Business Model),"Shi"(Operation Mechanism) and the service subject "Ren"(Community Residents). Namely,the community residents can perceive more about the brand value empowered by the smart service. This paper innovatively applies WSR system methodology to the research field-brand value,and investigates the driving factors of brand value based on smart community service mode. Through the empirical analysis of the effective samples by using structural equation model,this paper verifies the hypotheses of driving factors of smart community service brand in the dimension of "Wuli-Shili-Renli". The results indicate that:(1) The "Wuli"and "Shili"influencing factors of smart community service system are positively related to functional and emotional value of service brand respectively;(2) The information/resource sharing and value co-creation mechanisms of"Shili"influencing factors play an active role in facilitating the consumers’ perceptions of functional value of service brand. However,due to the smart community is in the initial stage,the breadth and depth of its service in practice are limited. Moreover,under the influence of traditional community positioning and residents’ behaviors,the hypotheses of network/platform operation and brand interaction mechanisms are not supported;(3) In general,functional value and emotional value further have a positive impact on consumers’ perceived service brand value of smart community. This study enriches the research on the influencing factors of the consumers’ perceived value of service brand and the practice of WSR method in the smart service environment,which provides a meaningful reference and guidance for the smart community brand construction of property service enterprises.